Cossack boots, leather, denim, wide-brimmed hats and other attributes of the cowboy style became the main elements of the collaboration between the Russian shoe brand EKONIKA and the young Russian fashion brand JULIAWAVE.
The collection was shown in the form of a unique phygital show on September 12 in Moscow at the ARTPLAY Design Center. Guests of the fashion show were immersed in the fantastic atmosphere of the North American prairies, which was created through visual decorations on the walls and objects in the interior - dry artificial trees and sand-coated pedestals.
Phantom girls in black tight tights and new models of EKONIKA shoes moved around the pretend prairies. The black fabric completely covered the heads of the models, who moved in a spot of light along the perimeter of the room, allowing viewers to focus on the “Cossack” boots made of split leather in a noble red shade or with an upper made of smooth black leather, with leather straps and decorative metal elements - rings, chains , Hollithens in the form of stars. The same boots and accessories could also be seen on display stands.
The flickering video image of a girl walking on the sandy surface on the wall, as well as drones that followed the legs of the models like satellites, made the artificially created landscape fantastic. The atmosphere of the fashion show turned out to be very organic to the times we are living through, where traditions go hand in hand with new digital technologies that change space and consciousness.
Thus, the Russian brand of shoes and accessories EKONIKA once again drew attention to the transformation that is happening to it today. At the end of August, the EKONIKA flagship store was opened in the Afimall shopping center in Moscow. in an updated concept. This opening kicked off the redesign of the chain's stores, which is planned for 2024. At the same time, an advertising campaign was launched, the heroine of which was fashion influencer Lena Perminova, and the brand logo and corporate identity changed.
Items from the EKONIKA x JULIAWAVE collaboration, which included Cossack boots in different interpretations, tote bags and accessories, are already presented on the EKONIKA brand website.